Product promotion plan

Part 1: Product promotion plan

Foreword

We know that swaying in the light, indulging in the red color of the wine, is a kind of pleasant psychological enjoyment, and drinking wine is a physiological enjoyment of detoxification, stomach and blood circulation, and its nutritional content is better than milk. For the average person, drinking 200ml of red wine a day has a lot of benefits.

Although the red wine is good, there are not many people who drink a little every day. The main reason is that the preservation of red wine is relatively poor. Once it is opened, it must be finished within three days, otherwise it will easily deteriorate.

Now with the arrival of the "Sacred Pearl Wine Machine", this problem is solved. It uses the 21st century new patented "box-in-bag" packaging, which effectively prevents air from entering and sunlight, and can keep fresh for a long time. After opening, the shelf life is up to 6 months, making it easy for you to drink a little bit every day.

This book mainly focuses on the appeal of the packaging function of Shengzhu Liquor, emphasizing its "preservation" characteristics to cater to the needs of customers to drink a little daily.

consumer analysis

The target consumer group is mainly middle-aged, with a medium-income income, the need for health care, and the habit of drinking red wine.

Potential consumers: mainly middle-aged and older women, with middle-aged income, these people have not yet used the habit of drinking red wine, but there is a need for health care, what we need to do is to promote the benefits of drinking red wine every day, and The “preservation” function on our holy wine packaging guides them to become our target consumer group.

Consumption behavior of existing wine consumption groups: mainly in supermarkets, hotels, bars, with a relatively high specified purchase rate, brand loyalty is relatively low.

Attitudes of existing wine consumers: There is obvious dissatisfaction with the long-term preservation of red wine once opened, which has become an opportunity for us to open the market.

Product analysis advantages:

◆ The biggest advantage of Shengzhu Red Wine is the uniqueness of its packaging. Different from any product on the market, it has the function of long-term preservation. After opening, the shelf life is up to 6 months! Suitable for the needs of consumers who drink red wine every day.

◆ Good taste and can meet the needs of ordinary consumers.

Disadvantages:

◆The product image is blurred

◆The product packaging has no modern sense and is not beautiful enough. The packaging is obviously not enough grades and does not meet the price positioning of the product. It is recommended to improve the packaging grade of the product. In line with its price image.

◆ The price is high, which can't meet the needs of many lower-income consumers to drink a little every day. It is recommended to lower the price to gain more potential customers.

Competitive environment analysis

With the rise of the domestic wine consumption wave, red wine has attracted a large number of consumers with a unique taste. Many companies have fancy the cake in the wine market, making the competition in the wine market unprecedentedly fierce. Currently in the domestic market, domestic wine companies such as Great Wall, Changyu, and Dynasty control more than 80% of the country's market share. In the important wine consumption market in South China, the combined market share of the three brands of Great Wall, Changyu and Dynasty is over 60%. Great Wall Wine ranked first in the overall market share of the four regions of North China, South China, Southwest China and Northwest China. Among them, in the southwest region, the comprehensive market share of the Great Wall wine market reached 66.13%. Changyu and Tonghua Red Wines topped the list in East China and Northeast China respectively.

Competitors' advertising performance strategies are mostly emotional appeals, rendering a feeling of drinking red wine. Shengzhu Red Wine should take a new path in advertising performance, adopting an advertising performance strategy based on functional appeal, focusing on promoting the preservation function of Shengzhu Red Wine. .

Product positioning strategy

Price positioning:

The price positioning of Shengzhu Red Wine should not be too high, because our aim is to make Shengzhu Red Wine Machine a tool for people to drink red wine every day, but because of the added value of Shengzhu Red Wine in packaging function, its Price positioning is more suitable at medium and high prices.

Functional appeal:

The difference between the Shengzhu wine machine and other similar products on the market lies in the preservation function on the packaging, which is easy to store after opening.

In summary, we have positioned Shengzhu Red Wine as a medium-to-high-end easy-to-serve fresh wine.

Advertising appeal strategy

A, advertising appeals

The target consumer group is mainly middle-aged, with a medium-income income, the need for health care, and the habit of drinking red wine.

B, the focus of appeal

Advertising appeals from consumers like to drink red wine, but red wine is not easy to keep fresh. Once opened, it is easy to change the quality, to highlight the different quality of the red wine machine, which has a long-term preservation function, suitable for family drinking.

C, appeal method

Sensible appeal strategy is a common appeal method for similar products. It can contain rich life and emotional content, and it has a good effect on appealing objects. Therefore, it is recommended that “Shengzhu Wine Machine” advertisement also has emotional appeal as the main appeal. method. It can be expressed through life scenes, characters in daily life, and life scenes.

TV commercial text script - preservation articles

scene one:

A man is waiting for his girlfriend in a well-furnished home.

The man opened a bottle of wine near the date of the appointment.

At this time, the man received a call from his girlfriend saying that something is coming today.

Because the wine is already open, afraid of deterioration, men can only drink red wine alone.

Scene 2:

In the same scene, another man is waiting for his girlfriend at home.

When the date is about, the man opens a bottle of red wine, but the man opens the holy pearl wine machine.

At this time, the man received a call from his girlfriend saying that something can’t come today.

Hanging up the phone, the man smiled and said to himself, the next time I wait for you to come, let's drink this bottle of holy pearl wine.



"St. Zhu wine machine" - often drink "fresh" TV commercial script - beauty care articles

Idea: Using the montage method, the virtual one is used to express the beauty effect of the holy pearl wine machine.

Scenes:

A girl and a boy are dating in a warm and romantic setting.

The girl’s face is not good, but the boy’s face is filled with red wine, and the girl’s face looks good.

After the girl drank a little holy wine, even if she didn't get the cup through the red wine, the girl's face became surprisingly good.



"St. Zhu wine machine" - often drink "fresh"

Shooting focus:

The scene has to be arranged, with a little dreamy mood

The girl’s face changes must be handled properly.

Charitable activities

Idea: To be different, to support national defense as a long-term public welfare activity.

Theme: The heart is responsible for the National Defense

Activity mode: Every time a consumer buys a bottle of “Shengzhu Wine Machine”, Shengzhu Enterprise will pay a dollar to support the national defense cause. The company will also organize some patriotic education from time to time, such as organizing children in poor areas to visit military bases, providing employment opportunities for veterans, and so on.

On-site wine tasting

Idea: Use the form of an open-air cocktail party in Hangzhou to make the holy pearl wine familiar to people in a short period of time. And use special forms to show consumers the long-term preservation function of Shengzhu Red Wine.

Theme: Drinking often "fresh"

——“Shengzhu Wine Live Wine Tasting”

Activity mode: On-site wine tasting will be held in the more prosperous area of ​​Hangzhou, and the Shengzhu wine machine will be put into a larger model for the consumers to enjoy, and some promotional materials of Shengzhu red wine will be distributed on the spot. In order to attract people, we can also set up on stage to engage in some interactive activities with consumers.

Special Events: In order to prove the preservation function of Shengzhu Red Wine and create news highlights, we can also open a bottle of Shengzhu wine machine model on site, first asking consumers to taste the red wine poured out inside. Then we put the bottle of wine machine on the scene. One month later, under the supervision of the news media, we poured out the red wine from the bottle of wine again and asked the consumers to taste it. If the red wine is still fresh, the preservation function of Shengzhu Red Wine will also be remembered by Hangzhou consumers. You can use this highlight to invite some news units to conduct on-the-spot reports to achieve good publicity.

Advertising media strategy

1. Media strategy

Since this advertising campaign is the first time that “Shengzhu Wine Machine” has launched advertising activities in Hangzhou, and the company is prepared to invest more fees, we recommend adopting a comprehensive media strategy.

Taking TV advertising as the leading factor, we will focus on the target consumers and strive to reach the widest coverage with TV commercials.

Supplemented by newspapers and radio advertisements, to convey more rich information about products to target consumers, and to inform consumers of the contents of various promotions in a timely manner.

Branding in major supermarkets and shopping malls in the form of posting advertisements, postal reports, etc.

Use public body advertising to promote.

Large outdoor advertising campaigns at major stores in the home supermarket.

2. Standards for media selection

Choose the most influential medium for consumer life in Hangzhou

Choose the medium with the most consumers in Hangzhou

Choose the most homely medium

Choose the most intimate supermarkets and malls in Hangzhou

3. Selected media

The TV media selected 3 sets of Qianjiang channels in Hangzhou and the 6 sets of film and television channels in Hangzhou. These two channels are the TV stations with the highest ratings in Hangzhou, and are generally watched by families. And the audience is closer to our target consumers.

Newspapers choose City Express and Qianjiang Evening News.

Bus body advertising, choose the 21 road car around the prosperous areas of Hangzhou.

The hanging flag of Lianhua Supermarket and the cover of the post were promoted.

Frequency of advertising: Each medium complements each other in the time and frequency of advertising. In the first month of the advertisement, a centralized publishing strategy is adopted, that is, advertising is continuously distributed on various media to save advertising costs, maintain the continuity of the advertisement, and continue to persuade and remind.

4. Overall communication strategy

Because this advertising campaign is the first advertising campaign of the "Shengzhu Wine Machine", it needs to open the market quickly, so in addition to advertising, it also needs the cooperation of promotional activities. Advertising promotes consumers' desire to purchase through promotions to induce consumers to directly generate purchases. The overall communication activity consists of the following:

Media advertising: advertising through the protest against the mass media

Point-of-sale advertising: Posting various promotional materials at all points of sale of Shengzhu Red Wine

Point-of-sale promotions: Send sales promotion personnel at each point of sale to directly promote sales.

◆ On-site tasting: Please ask the consumers to taste the holy pearl wine on the spot. And distributed some brochures made by the company.

◆ Gift Promotion: Give a small gift to consumers who purchase a certain number of products or give a few to buy a few

◆ Increase packaging promotion: make special packaging for sale at preferential prices

Various themed promotions: Cooperate with newspaper advertisements to carry out large-scale promotions to attract more consumers to purchase this product. .

The cooperation of the product itself:

◆ Since the focus of this product is on its “preservation” function, it must be further improved on the packaging. If you can't even pass this, then the above advertisement is equivalent to lifting your own feet. . Under the premise that the preservation function can be guaranteed, the aesthetics of the package is further increased. Because people who drink red wine have a certain taste, they hope to meet their needs on the packaging.

◆ Improve the taste of its red wine


Chapter 2: Product Promotion Plan

First, the background analysis

The establishment time of the company is short, the varieties and specifications are not very perfect to a certain extent, and the brand awareness of the products is not high.

The homogeneity in the industry, the business model emulates each other, the customers are more demanding in terms of quality and price, and the customers choose to diversify.

The pre-market sales network is not perfect, and the construction access cost is too high. Integrity with the business needs to be gradually established.

The concept of product communication is not clear, the primary and secondary customers are not clear, the media resources are flooding, and the resources that are really suitable for the enterprise are not conducive to discovery in a short time.

Second, the target group

Group or corporate group purchase: main target group

Individual: Auxiliary target group

Third, consumption trend analysis:

Fourth, product advantages



V. Product positioning and price strategy

Sixth, product quality and innovation mission under marketing guidance

Under the market economy, products that meet the demand will have their own market, and the products that are constantly pursued and continuously innovated with the development of society or demand will be able to occupy a larger market.

Marketing-oriented products

First of all, the main function of the product should correspond to the demand of the target group to meet the use of the target group. Secondly, the promotion and packaging form of the product should correspond to the product characteristics and correspond to the psychological needs of the customer; again, increase the product. The added value of the customer's potential emotional needs, such as services, culture, etc.;

Promotion method

Platform promotion

1. Press conference

When new products are launched, the news media will be convened to hold a press conference, and the news media and authoritative departments will be used to raise the awareness of potential customers to the company, enhance the corporate image, and pave the way for the next public relations work.

2, product exhibition

Create a model room, invite companies and peers to watch the company's products, but in the love of exhibiting products, should be based on the current popular products, and supplemented by the display of advanced but possibly up-and-coming products to give customers Keeping up with the situation and having the impression of high-end R&D potential. The product exhibition can be achieved in one fell swoop, which has not only won the recognition of customers, but also revealed its own advantages in the field of peers, laying the foundation for the next talent reserve.

3. Large-scale exhibition

First of all, you can participate in technology fairs or technology exhibitions, and put our products in the industrial fair to provide physical and detailed information. Detailed introduction of products to other customers, the purpose of doing so can improve the visibility of our company, but also can communicate with other customers, know ourselves and know each other, win every battle.

4, loading mall booth promotion

It belongs to the platform promotion category. In a industry where consumer groups are not popular, the waste of mass media may not only be the 50% of the advertising fees that can't be said, but the cost is too high, and the newly established enterprises are bound to be overburdened. Finding the mall that is closest to you, you can find the biggest consumption resources. A new-born enterprise and consumers are relatively unfamiliar goods. With the mall, they stand on the same competitive platform as the brand.

The best thing about working with a business is that you can save yourself the cost of finding, training, and establishing a maintenance service station.

Information promotion

Resource library marketing

You can use Plato's theory to grasp the key points, because 80% of a company's profits usually come from 20% of customers, we can conduct detailed investigations of large customers, from where they can learn some of the desirable evaluations of our products and Request, we can provide more complete information to meet the requirements of customers.

In addition, we set up a special telephone marketing center to try telemarketing for some customers, or to conduct telemarketing first, then send sales representatives to negotiate orders, or call back to customers who have formed a cooperative relationship, and maintain relationships.

Exploring our new market and discovering new customers, we can get some information from customers through the trade fair, such as email or phone, to provide more detailed information, increase our efforts to promote our products, and ask for some requirements.

Path promotion

1. Retail terminal

It can set up its own offices and sales terminals in one or two types of cities. The advantage is that it is directly close to the customer, convenient to communicate with customers, and deal with product price management and quality issues.

2. Internet promotion and sales

The use of personnel sales, advertising and other means to meet the needs of the channel, so that products quickly through the intermediate links to achieve the purpose of distribution. In the construction of the network, market research should be conducted on the target market first, and the market potential and maturity should be understood. The finalized market will focus on the elite and directly enter the market, and use this as a model to build this. A small central point of point radiation. Open a green channel for the terminal, create a sales atmosphere, create a hot sale event, increase the product weight on this basis, and logically push the product to the distributor. In addition, for individual markets, it is worthwhile to take advantage of it when it is basically mature.


Chapter 3: Product Promotion Plan

Advertising media is a material technical means of conducting advertising activities. Advertising media planning is the right choice for advertising media. There are many types of advertising media, including newspapers, magazines, television, radio, video, video, and internet. Different advertising media, their advertising effects are also different, in the development of advertising media, we must pay attention to the following issues: 1. Advertising media fees are high and low; 2. Advertising media influence and influence; 3. Advertising media release Timing and efficiency; 4. Coordination of various media; 5. Speciality and sales scope of goods; 6. Propaganda objects.

Taiwan's "Coca-Cola" advertising plan has carried out a detailed analysis of the advertising media, and has made a detailed statement on the "reasons" of the selected media. It is now transcribed as follows, and can be used as an important reference when planning media.

Choice of advertising types

In terms of the region, according to the opinions of customers, it is mainly in northern Taiwan, and the central and southern regions are secondary.

In terms of categories, we use two principles as a criterion for trade-offs.

First, we must be able to find the target of sales for "Coca-Cola."

Second, the most effective expression of the "Coca-Cola" advertising features and themes.

Based on the above two principles, we recommend that the “Coca-Cola” marketing advertisements should use the following four types of methods:

Movie: Taipei's first round of Western or Mandarin film theaters.

TV: Taiwan TV Company.

Radio: Select "Taipei Radio Station" and "Zhengsheng" two radio stations.

Newspapers and magazines: Choose three Chinese newspapers, two English newspapers and two best-selling magazines.

First class movie advertisement

Take the first round of cinemas in Taipei as the mainstay of “Coca-Cola” advertising. The reason is:

· The first round of cinemas can absorb the objects we need.

· The first round of cinemas can fully express the beautiful colors, lively images, pleasant music, and advertising themes in the Coca-Cola commercials with complete "sound" and "light".

Therefore, such advertisements can not only find the family members of the above-mentioned or middle-income families for Coca-Cola, but also comprehensively exert the beauty of “visual and auditory” to directly and effectively convey the purpose of our advertising to the audience. Impressed.

Second category of TV commercials

TV and film are of the same nature, and the family with TV must belong to the upper class, which is the object of my propaganda.

However, there is only one commercial TV company in Taiwan. It can neither hold special programs, and its advertising time is already full. We can use only a small number of people, so TV can only be used as an auxiliary for movies.

Third type of radio advertisement

The advantage of this kind of advertising is that it can use the sound to enhance the audience's impression of the "Coca-Cola" advertising theme in the form of music, and make it easy to remember.

We chose "Taipei Zhongguang" and "Zhengsheng" two radio stations because of their large audience.

The fourth type of newspaper advertisement

The above movies, TV, and radio are the main ways of advertising for Coca-Cola. In addition, during the listing period, newspapers and magazines were used as auxiliary propaganda, and “Coca-Cola” was listed in Taiwan, which is also valuable news.

In order to let foreign nationals and Chinese speakers who can speak English know that "Coca-Cola" has been listed, we have selected two copies in English: one is China Post, and the daily issuance amount is 3,000. The second is China Daily, with a daily circulation of 8,000 copies.

In the Chinese newspaper, a total of three were selected: one for the Central Daily News, two for the United Daily News, and three for the Xinxin News. All three daily newspapers were issued in the province, so readers in central and southern Taiwan can also see our advertisements. And the readers they own are mostly the upper or middle income class. .

In addition, we must also take advantage of the advantages of color printing to enhance the effectiveness of newspaper advertisements.

Therefore, we use the best-selling magazines, namely the Chinese version of Reader's Digest and the Taiwan TV Weekly, so that the advertisement of “Coca-Cola” can enter the family of the top income.

At the same time, the reading time of magazines is longer than that of newspapers, and the number of people who read and read is also more.

Various types of advertising distribution

In terms of movies, from the beginning of May to September, all 12 Taipei first-round cinemas were shown a one-minute commercial.

On the radio side, we recommend that on the righteous radio station, from May to September, a daily pop song special program for young people will be held for one hour. This special program can get four minutes of advertising time. If it is good for use, it can broadcast twenty-five seconds of advertising eight times. This volume of advertising is very impressive and the pricing is reasonable.

As for the Taipei Zhongguang Company, its charges are more expensive than the "Zhengsheng" radio station. Therefore, in Zhongguang, only inserts are used. From May to September, 30 seconds of advertisements are inserted every day for ten times.

On the TV side, because the advertisements are too crowded, only in the beginning of May, and in the 788 days of the month, every Wednesday and three days, the daily "interpolation" of the B-level time 30 seconds advertising, three times.

In terms of newspapers and periodicals, we selected five Chinese-English newspapers, each with half-page advertisements and one-quarter advertisements five times. It is allocated as follows: half-page advertisements are published once in this week, and for the next three weeks, one quarter of the advertisements are published once a week, and suspended in June. In the first two weeks of July, the quarter-page advertisement will be resumed once a week.

As for magazines, we recommend that Reader's Digest publish four-color full-page ads in 7.8 months.

Taiwan TV Weekly publishes two-color full-page advertisements every two weeks from May to September.

All in all, our advertising volume is extremely sufficient. In the beginning of May and July 8th, the amount of advertising was particularly concentrated.

Number of various types of advertising audience

We estimate that there are about 640,000 moviegoers.

There are about 575,000 TV viewers.

The radio audience has about 53XX people.

The number of newspaper readers is about 577 million.

The method of calculation is as follows:

Number of cinema audiences

Regional cinema name seat times number of times of full attendance%% of daily visitors Taipei Guobin 1,6734855, 688 new 1,500,485,5,100 Taipei 1,8694855,952 first theater 1,6364855,235 world 1,5074855,12.4 million country 1 , 5064855, 120 Far East 1,6524855, 617 Deluxe 1,5244855, 182 Music 1,6884855, 739 National Sound 1,6504855, 610 New World 1,6504855, 610 International 1,3004804, 160 Daily total 64,137 viewers Total 641,370

Our calculations are based on the fact that each cinema is changed every ten days.

In this ten-day audience, there are very few reviewers, so the audience in the ten-day period is the total number of movie viewers.

Number of TV viewers

Taiwan TV is estimated to total 111,000

Northern Taiwan

There are about 82,276 TV sets

Every TV set

The average audience is 7

Therefore, the TV viewers in northern Taiwan are: 575,932

Number of radio listeners

Regional radio racks in northern Taiwan

Taipei City 392,573

Taipei County, 19,045

Yangmingshan Administration 9,005

Taoyuan County 65,000

Keelung County 47,225

Total 532,856

Due to the lack of information on the number of listeners per radio, we assume at least one person. Within five months of the "Coca Cola" interstitial. All listeners who listen to the radio will listen to “Zhongguang” and “Zhengsheng”. Whether listening to or listening at the same time, the minimum number of listeners should be the same as the number of radios owned in northern Taiwan, namely 532,865. people.

Number of newspaper readers.

Name Issued × × Newspaper 200,000 × × Newsletter 130,000 × × Daily Newspaper 115,000 × × Post 13,000 × × Daily 8,000 × × Weekly 20,000 Reader's Digest 71,000 Total 557,000

Although we lack the total number of newspaper readers, the most conservative estimate is that for each reader, the total number of readers should be 557,000.